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Intake Submission Info [internal only] Project Name Mission of the project (one-liner) Primary business objective Approximate budget available Key sponsors [Note: Use a form like this internally to get the project started quickly]

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Overview {Our organization} needs to improve measured customer engagement on {x, y} and as part of this effort is redesigning and streamlining {z} The primary goal is to help customers [ …] A secondary important goal is to [ … ] There will be two tracks of related work, which could happen in parallel: – Track 1: Quick fixes to [ … ] – Track 2: A more thorough design based on existing research [ … ] – These two tracks should be estimated together but as separate line items.

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Business Objectives/Desired Outcomes From a business standpoint, these pages need to to […] – The new experience should : (edit or add) – Specific project objectives: (edit or add to these – pick a few focused objectives) – Educate and excite customers about [product] – Disseminate knowledge and information – Raise public awareness of a new initiative. – Generate purchases – Other: (specify) Measurement: – How are you measuring success? –

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Customer Needs Top tasks: [These] pages[experiences] need to address the basic needs of our visitors: – Help customers to [ … ] They pages should also: – [ … ] – Provide a path to [ … ] Note that wording will be different for mobile or tablet initiatives, but the principle is the same.

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Calls to Action List any specific known calls to action for this area

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Existing Research List any known existing metrics, usability, audience research, or competitive research

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Usage Data/Metrics List any existing relevant metrics you have on this area or product List measurement plans you have in mind post launch (what would you like to measure, key conversions, etc)

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Content Audit and Status List any known content audit information that may be available to the vendor or design team

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Technical Constraints [ … ] Consult with your IT team or Rick Roses team for any potential issues. Mail: [team mail] This is a good section to include so that you and vendors dont waste time on designs that cant be implemented easily.

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Applications Are there any special features you would like to include on the website [e.g. shopping cart, database applications, rich media etc] Should this web page or section be optimized for mobile devices?

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Current Page (include pages as illustrations) Call out things that work and dont about the existing designs.

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Model Pages from Other Sites Here are some best practices from other sites. Not all of these features make sense for [our site area], but are worth factoring into our design thinking. [ Add pictures of good practices from other sites, with callouts about what you like and dont ]